Bentley is refreshing. Their ultra-luxe, mega-horsepower sleds, favored rides of autocrats, royalty and rap tycoons, are such a specialized product that the Craftsmen of Crewe can pretty much reduce their whole climate-change/fuel-scarcity strategy to a question of customer relations. I promised I'd read the white paper on global warming etc. the company handed out at their New York Auto Show press conference yesterday—also available on Bentley's website—and now I have. Dry? To be sure. Wonky? Yep. But on the heels of the company's announcement at the Geneva Motor Show that it's going to seriously cut CO2 output by 2012, worth checking out.

Let's just get this out of the way up front so you can come back later: Bentley brought no new …
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Some of the highlights:

Life Is Better With Wheels: "It is...clear that mobility is becoming a fundamental component in perceptions of today's quality of life."

Bentleys Are Irrational: "As a luxury performance brand, the reasons for purchasing a Bentley are based on a more emotional than rational need for transportation."

Emergency!: "As this document makes clear, the world is facing a potential crisis over climate change and access to energy."

Upshot is that Bentley is putting its money, it heaping piles of money, behind FlexFuel. But not really first generation biofuels, which because they are derived from crops that people need for food has caused, as the report points out, riots. They are basically endorsing second-generation biofuels, made from heaps of decomposing filthwaste products. Later, the situation will get completely kick-ass, when we brew up all our biofuels from farmed ocean algae, and also drive FlexFuel Bentleys in a future in which their is no sickness or war and we all live to be 317.

But you know what? We approve of this high-ground-taking on Bentley's part. Leadership! Even if they persistently remind us that emissions generated by Bentleys amount to the equivalent of "two cans of Cola in an Olympic sized swimming pool"—in other words, not very dang much, when compared to other carmakers. Of course, that's a bit of a bogus claim when you consider that Bentley might not even exist were it not for the global auto industry.